Atlanta—Less than half (45%) of marketers collect behavioral data and consolidate it in a single, integrated database, according to a new study by digital marketing technology company Silverpop Systems.
The study, “Use Behavioral Marketing to Up the Ante in the Age of the Customer,” was based on an online survey of 120 b-to-b marketers conducted in May by Forrester Research for Silverpop.
According to the study, b-to-b marketers who are “mature” in collecting behavioral data attribute 34% of their total sales pipeline to behavioral marketing, compared with only 26% of marketers termed “immature.”
The top improvements cited by marketers using behavioral data to take specific actions with prospective customers include ROI on marketing activities (44%); customer satisfaction/loyalty (42%); and capturing new types of customers (37%).